76% of Businesses Say Email Marketing is Making Them Successful

There are a number of different ways in which marketing campaigns can be implemented these days, and with there being such an overabundance of social media platforms, chances are that emails tend to fall by the wayside. In spite of the fact that this is the case, emails have been found to be an extremely useful way to disseminate various kinds of marketing material.

With all of that having been said and now out of the way, it is important to note that 76% of businesses have said that email marketing directly contributes to the level of success that they have managed to attain. 60% of them feel like their marketing campaigns are quite successful, but they might not have the right idea about which metrics they should be looking into.

37% of these emails might not be standing out in inboxes, and 32% are going into the wrong folders in inboxes as well with all things having been considered and taken into account. There is also a lack of time and focus according to another 32% of survey respondents, and 26.7% claimed that they are not getting the support they need to improve email marketing strategies.

While 42% of businesses think that clickthrough rate is a marker of success, this might be obsolete. Read rates are more useful because of the fact that this is the sort of thing that could potentially end up telling businesses how many of their users actually ended up skimming through the emails instead of opening them and then subsequently deleting them.

34.4% of businesses are trying to tackle these problems by improving deliverability, and 30.5% are focusing on adding more promotions into the mix. One thing is for sure, which is that brands can gain a lot by exploring email marketing opportunities. They can allow them to find new and better ways to reach out to consumers.

Optimizing skim through or read through rates can be useful in many ways. Instead of trying to reach as many consumers as possible, businesses should attempt to improve the overall quality of the emails they’re sending out.

Illustration: Freepik
Read next: New Study Highlights The Global Trends Of Unnecessary Spam Phone Calls
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